It’s the holiday season which means it’s a wonderful time to take advantage of consumer habits. Whether you sell hair products or automotive services, your activity on social media can mean the difference between a fruitful 4th quarter and one where you barely squeak by. Being present and active on social media pays off since 73% of consumers say their buying decisions are influenced by brand presence on social media.

Here are holiday marketing statistics you need to be aware of if you’re not sure whether or not you should commit time and resources to social media marketing:

88% of marketers who ran ads during the 2017 holiday season said it was effective

56% of consumers say their buying decisions were influenced by brand videos

Video is the #1 way people find out about new brands and products before making a purchase